Uruguay plans to focus on promotion, connectivity, and domestic tourism in 2025

What expectations does Uruguay have for participating in this edition of WTM Latin America?

The expectation, as always, is to bring Uruguay's tourism offerings closer to the Brazilian public and continue to increase, in the long term, the number of visitors we receive from this country. For us, Brazil is the second most important market after Argentina, not counting Uruguayans living abroad. We believe Uruguay represents a very good option for Brazilian tourists: we offer quality tourism, with destinations that constantly improve their offerings, tax benefits, a tax-free system, casinos, wine tourism, cultural tourism... in short, a diverse and consolidated offering.

And how does this translate into concrete actions within the Brazilian market?

We know that achieving sustained growth is essential to having a permanent operational marketing plan in this market. Having a good offering isn't enough: you have to be present, make it visible, and work with the trade and the media.

You're starting a new administration. What does this participation in WTM represent in that beginning?

It is, without a doubt, one of the most important actions of this launch. We have strengthened our presence with a larger stand and general improvements. We participated in several trade shows in these first days of management, even before fully taking over. For example, we were working on cruise tourism, which is also a very important segment for Brazil. We participated in Seatrade Cruise Global in Miami, we were in Santos with a very productive work schedule, and now here in São Paulo. Promotion is a priority for the Ministry of Tourism, even as we move forward with an internal restructuring. But day-to-day work also requires attention, and this trade show is part of that commitment.

What are the main objectives that have been set since the beginning of this new stage of management?

I could list four key areas. First, the relaunch of social tourism, to guarantee the right to recreation for specific segments of our population. Second, the stimulation of domestic tourism. Third, the improvement of infrastructure related to cruise tourism. And fourth, support for tourism MSMEs, which have endured very difficult years.

What challenges do you see in the current international context?

We are attentive to the potential impact of the global economic situation. Trade tensions and the so-called "tariff war" could affect tourism. That's why we are closely monitoring the situation in our two main exporting economies: Argentina and Brazil. The idea is to anticipate scenarios and, if necessary, design actions to mitigate the impact. For now, the changes are within expectations, so we are seeking to maintain and even expand benefit schemes for tourists.

And in terms of connectivity?

Connectivity is another priority. Discussions are underway at the ministerial level, with both airlines and key industry players, to improve routes and ensure the flow of tourists, especially in priority markets. This is key to sustaining and projecting growth.

Are you going to maintain an active schedule of international events?

Without a doubt. We participate in many trade shows throughout the year, including those from the private sector. Next week we're going to Lima, then to the United States, and we'll also be present in markets like Chile, Colombia, and Europe. The annual trade show schedule is intense, but it's necessary to have a strong presence in each market. Added to this is all the work on digital marketing, publicity, and other international promotional efforts.

What can you tell us about working with specific segments in each market?

The markets are clearly identified, and we work with specific actions based on the segments that interest us most in each one. It's a personalized and strategic approach.